Communication Takes its Place as the Most Important Leadership Skill of 2024

As 2024 comes to a close, we thought it would be a good time to dive deep into our database of coaching data to understand what leaders were working on over this year, and what they would be focused on in the year to come.

When we did, we were surprised to find a significant shift in leadership priorities over the past two years, with Communication emerging as the number one skill leaders worked to develop in their AIIR Executive Coaching engagements.

Rising from the eighth-most-prioritized skill in 2022 to fourth in 2023, communication is now the cornerstone of effective leadership.

How Do We Define Communication?

Communication is such a broad term that to have any meaningful discussion around it requires adopting a more narrow definition. AIIR Consulting defines communication as the capacity to convey thoughts, feelings, and expectations verbally and nonverbally and across multiple formats (e.g., conversation, email, and other digital channels).

In the AIIR® Leadership Framework, communication is part of the Social Acumen dimension of leadership — the ability to connect effectively with others to achieve results. It encompasses empathy, listening, building relationships, strengthening relationships, managing conflict, communication, and influence — skills critical for navigating today’s fast-paced and complex business environment.

Why Communication Matters Now More Than Ever

Communication breakdowns can derail even the most talented teams. AIIR’s whitepaper on Social Acumen calls communication “the electricity that powers an organization.” Leaders who excel in this skill ignite collaboration, foster trust, and align their teams toward a shared vision.

So, why the rise in focus on communication in 2024? AIIR’s leadership experts point to three major trends:

1. Complex and Distributed Workforces Require Clear Communication

With teams are more global, cross-functional, and remote than ever, clear communication is essential for collaboration and innovation. In this context, leaders are tasked with bridging geographic, cultural, and organizational silos to ensure alignment and efficiency.

But, we know that communication isn’t always a skill leaders naturally bring to the table — a joint Grammarly and Harris Poll study estimates up to a $1.2 trillion annual loss among businesses due to ineffective communication. And, unfortunately, these communication gaps are amplified in distributed teams, where remote work and diverse cultural contexts can hinder understanding and collaboration. In the same survey, 82% of business leaders and 59% of employees struggle with effective communication with remote or hybrid working models.

In this complex environment, successful leaders are not just communicators; they are facilitators of connection. They bridge the gap between asynchronous and real-time collaboration, ensuring every team member feels heard, valued, and aligned with the organization’s mission.

2. Authentic Leadership Demands Strong Communication Skills

Stakeholders expect leaders to communicate with authenticity, empathy, and transparency. Employees are no longer satisfied with top-down directives; the Harvard Business Review found that 75% of employees want more authentic leaders who act and communicate in transparent ways.

Research published in Frontiers in Psychology found a statistically significant positive relationship between authentic leadership and employees’ workplace performance. Authentic leadership enhances employees’ emotional connection to their organization, increases individual creativity and promotes better on-the-job performance.

By cultivating authentic communication styles, leaders not only resonate with their audiences but also position themselves as relatable and trustworthy—qualities that inspire teams to perform at their best even in challenging times.

3. Communication Skills Drive AI Productivity and Innovation

As artificial intelligence (AI) continues to reshape industries, leaders face a dual challenge: leveraging AI to drive innovation while addressing the concerns and uncertainties it generates among teams and stakeholders. Meeting these challenges demands exceptional communication skills, which play a pivotal role in two key areas.

1. Optimizing AI Through Precise Communication

AI’s outcomes are only as good as the inputs it receives. Leaders who master the art of clear and precise communication can craft better prompts, ensuring that AI tools deliver meaningful, actionable results.

2. Building Trust and Buy-In Through Transparent Communication

Leaders must demystify AI by explaining its implications clearly and effectively. Successful leaders position AI as an enabler, not a disruptor. By contextualizing its strategic value, offering transparency, and addressing fears with empathy, they create a culture of curiosity and optimism. Industry studies show organizations with transparent communication about AI integration outperform peers in both adoption rates and employee buy-in.

How Leaders Are Elevating Their Communication Skills

Our data, gleaned from thousands of coaching engagements with senior leaders around the globe, shows that leaders are focused on developing six key subsets of communication skills:

1. Presentation and Executive Presence

Enhancing clarity, confidence, and charisma in high-stakes settings, such as board meetings, investor pitches, and presentations to large audiences. This includes refining body language, tone, and storytelling techniques to captivate and inspire trust.

2. Brevity and Clarity in Messaging

Focusing on concise, impactful communication that ensures understanding across all levels of the organization. Leaders learn to distill complex ideas into clear, actionable messages that resonate with diverse audiences.

3. Feedback and Validation

Developing systematic methods to gather, analyze, and act on feedback to refine their communication approaches. This ensures continuous improvement and fosters an open, collaborative environment where communication flows freely.

4. Engaging and Persuasive Communication

Mastering the ability to capture attention, build emotional connections, and align others to a shared vision. Leaders employ storytelling, metaphors, and rhetorical techniques to inspire action and commitment.

5. Adapting to the Audience

Tailoring communication to resonate with diverse audiences, from technical teams to executive stakeholders, by adjusting tone, complexity, and style to meet the needs and expectations of each group.

6. Building Confidence

Reducing anxiety and fostering a composed, authoritative delivery style that exudes credibility and competence. Leaders develop tools to stay grounded, manage nerves, and project assurance in all interactions.

How the Top Leadership Skills Have Changed From Year to Year

AIIR’s data highlights the dramatic shift in Communication’s prominence as a critical leadership skill over the past several years. It underscores a growing awareness among leaders of the pivotal role communication plays in building effective teams and driving organizational success.